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How to use content to stay top of mind

Trust + Staying Top of Mind = Opportunity

When taking some time off there’s always that question of “what will I read?”

Have you chosen the books you’ll be reading during the time off you’ll (hopefully be able to) take soon?

If you’re like me, you’ll usually pick 2 books. A great work of fiction and a business book.

As a business book, I can recommend getting “Top of Mind” by John Hall, a book that focuses on the importance of staying top of mind with your customers, building trust to make sure that opportunities come your way once they are ready to buy.

In a way, this is what I have been doing with our community here at Toast, through the email that I’ve been sending every Monday morning for many years now.

But how does one stay top of mind? John has one key element that builds trust and burns your presence in your audience’s long-term memory: consistency, consistency, consistency.

Consistency helps you move from short-term memory to long-term memory, a key element in enabling the concept of “being top of mind”. Staying top of mind means that when a need pops up in a customer’s mind, it looks for trust. And what you want associated with trust is your brand. This is what creates opportunity.

Below is a short 20-minute keynote video by John Hall on staying top of mind.

Here is also a 2-minute short overview of the book, if the subject interests you.

I hope this gets you interested in building trust with your brand’s audience, your community, your customers. If you’d like to discuss this further, do not hesitate to contact us here at Toast, we’re never too far!